As a reminder, here are the questions listed on the handout that you should consider in your responses:
1. What appeals or techniques are used in the advertisement/image? (Advertising techniques are listed on handout). Explain.
2. What is the advertisement’s/image's demographic target audience? Explain your answer. (Demographic categories can be found on handout.)
3. What is the advertisement’s/image's psychographic target audience? Explain your answer. (Psychographic categories can be found on the back.)
4. How does the ad/image appeal to thinking and reasoning (logos), establishes the trustworthiness of the advertisement and product or image (ethos), and/or plays on the audience’s emotions and desires (pathos) in order to achieve its purpose. This question has three parts
5. Put it all together. How does the ad/image work overall? How does all of the above come together in an attempt to persuade you to think, feel, and/or act a particular way? Explain your answer.
6. Evaluation. With the techniques, target audience, and purpose in mind, explain how the advertisement/image is effective or ineffective. This is your judgment, but it must be supported with evidence.
Also, I encourage you to draw on information, ideas and quotes we have discussed and read in class. You may cite the authors and texts we've read in class in your analysis.
Your comment should be roughly around 200-300 words.
This is DUE BY WEDNESDAY'S CLASS TIME:
IMAGE 2:
ReplyDeleteThe image where an hourglass encapsulates what seems to be a city is urging the audience that "we are running out of time" in regards to global warming. More than anything, this is a call to action to do something about the Earth's rising water levels. The targeted audience likely varies from the general public that can come together to combat the cause by playing their part, to legislators that can enact laws limiting manufacturing processes to reduce greenhouse gases.
The ad itself creates a sense of urgency as the water continues to melt off the glaciers, slowly swallowing up the city: the city representing the Earth. There are many other metaphors that can be noted throughout this scene. For example, the fact that all of the cars in the city are driving away from the water's edge can indicate that us humans are simply running away from the looming problem. The observation that water is already soaking the bottom of the city signals that the process of glacier melting has begun; we're already in danger. It's an effective image because it showcases clear metaphors that can be understood by the general public. This is important in making the message available to a wide range of demographics. In regards to psychographic audience, the ad most likely lends itself to reformers. The ad can even be used by reformers in attempt to gain a following that fights global warming.
Lei Hio Long
ReplyDeleteImage 3
For the appeals and techniques they used, they defiantly use fears and comparison. They compare two images to give a message that veterans fought for us in Vietnam War but they are facing the same dangers now as they have to wait a long time for the veteran benefit. Moreover, they make us feel fear because it is saying that if people joined army, they will not get benefit from the government, as the situation that veterans are facing now.
The demographic of target audiences are old people and the lower-class population. It is because the veterans in the images are old and the veterans who had fought in Vietnam War are defiantly aged so the first group of target audiences is old people. The second is the lower-class people because the person in the image is waiting for welfare benefit.
The psychographics audiences include the veterans and their family, because they are the major population who are affected by the veterans’ affair. The second group is policy makers because this image is denouncing the veterans’ policy.
The image uses pathos by showing the old veterans are helplessly waiting for the veterans’ benefit. People who saw this image will feel pity about the situation veterans are facing.
For logos, the image use testimonials method to tell audiences that “the veteran who stands at the right will be you or your family/friends ten years later”. By doing testimonials, audiences will really think about the veteran problem because the audiences feel that this policy may affects them eventually.
The image works well to influence people because the use of pathos and logos appeals. Moreover, the raising water level provides a sign to the audience that this problem is urgent. Overall the image is effectively persuading people to facing the veteran problem.
Time Magazine image displays “Raising the Flag on Iwo Jima,” but instead of raising a flag, they are raising a tree. They try to imply a sense of going green since the tree and the outline of the image is in the color green and the rest of the background is in black and white. Time Magazine makes this clear to use when they title it “How to win the war on global warming.” Time Magazine appeals to the logic behind going green and global warming. For example, it is proven that trees absorb the carbon dioxide in the atmosphere and converted into oxygen for all living creatures on the Earth, thus purifying the air we breathe and need to survive. In addition, global warming has also been studied and the results are that carbon emissions are the main cause of this epidemic. The demographic targeted audience is basically every single human on this earth. Weather your gender, your social class and age. Since global warming affects everyone on earth, we should all try to do our part to end the war on global warming. Over all Time Magazine image does a good job in getting their point across. They use the color green which in nature is the universal color for a healthy environment and point it an easy step to stop global warming is by planting more trees.
ReplyDeleteDiego Carlos
ReplyDeleteThe time magazine cover consists of the soldiers found in the iconic "Raising the Flag on Iwo Jima" raising a tree instead of the flag itself and the text "How to Win The War On Global Warming". The tree is in color while the rest of the photograph is not. The borders of the magazine and the text that indicates the name of the magazine "Time" is also on green. Below "Time" is the sub-header "Special Environment Issue". The juxtaposition of the soldiers and the tree is used as a call to action for the severity of global warming. By calling back to the deadliest conflict in human history, the image aims to convey that the biggest war of this era is the war against global warming. This is a clear appeal to emotion since it draws upon feelings of nostalgia for a time more than half a century ago and for the triumph felt by the greatest generation when they won the war. It is also an appeal to reason because global warming is agreed to be what would end humanity itself. If there is such a threat, just as the Nazis and the Japanese empire were, it follows that everyone must be called to arms and fight against the humanity's extinction. The image is aimed at the ambivalent to create urgency within them. As the text says "How to win the war" the image is also aimed at the climate change conscious because the magazine will contain supplemental information on concrete ways to save the environment. From the image itself, one might come to the conclusion that planting trees like the soldiers would lead to victory. The image also calls into action climate change deniers to inform them that a war is being fought on this blue planet.
Jesse Brodeur
ReplyDeleteImage 2
When one takes a look at this picture they're most likely to see the underlying message of global warming. This image portrays an arctic like environment sitting on top of a city like environment. Shouting aloud "we are running out of time, act now before it's too late" to its target audience whom would be the general population with enough intelligence to comprehend its subliminal message. This image definitely is speaking of global warming due to the fact that there are true trunks swarming a field which we would call deforestation. As well as the multiple count of cars in a city which we would refer to as air pollution/smog pollution. In addition to the foundation of arctic ice melting, as it melts it is flowing down the sides of the hourglass down engulfing the strip of land which will eventually result in the flooding of our mainland cities & potential extinction of Arctic animals and many more along the food chain.
Adam Zygil's illustration of a Vietnam soldier then and now, brings into question the treatment of our retired servicemen and women. In the newspaper illustration, a soldier is depicted in waste deep water holding his rifle above his head while the corresponding image shows the soldier as an aged veteran, again in waste deep water, but in a V.A. waiting room with his cane held high. The illustration draws a comparison between the two images, making the claim that circumstances for vets are not much better off as seniors citizens as they were in active duty. This critique is a direct appeal to the public and its awareness of the problems facing veterans as they return home from war and depend upon a rather poorly performing V.A. Zygil's criticism relies heavily upon pathos, or the emotional appeal to an audience, as many American's believe veterans are a class of citizen that should receive the upmost level of care by the government. Politicians and wealthy individuals with charitable causes often utilize philanthropy on the veteran community in order to pander to a public that holds these retired servicemen and women in such high regard. The illustration does an excellent job at bringing into question the state of many veterans lives as they come to rely on a government institution that is more than often, under heavy criticism. A text bumble or a title would perhaps contribute to the viewers understanding of the topic however, the characters face and position within waist high water, convey the message well enough.
ReplyDeleteThe main claim of the global warming advertisement is that we are running out of time. The artist uses layers of meaning to illustrate the problem, and to persuade them to act or at least form an opinion. The melting glaciers are poised above the city in the upper half of the hour glass. Humans flee the rising waters like rats into the last bastion of dry land. The only way to save ourselves is to freeze the already-melted glaciers. The artist uses two focal points. The crystal blue of the water above is juxtaposed against the green of the city below. The stark white background and empty space that creates the hourglass shape invites the viewer to focus in more closely at the details, the two bursts of color, crystal blue above and a burst of green in the lower half. The eye is drawn into the image, invited by the author as the purposefully too-small text finally becomes legible once the viewer already understands the initial narrative of the deadly and inevitably melting glaciers. The artist is inviting the viewer in, inviting them to explore the issue themselves, then presents them with an answer (the author's opinion presented without facts), that "we are running out of time, act now before it's too late." The text could have been very large or even normal-sized for advertisement copy. But the words are not meant to be the part that draws in the viewer. It is the immediate danger. The text focuses the viewers already rapt, "it's too late!" attention in an attempt to persuade them that they can still act, there is indeed still time to save everyone. Another level below the small ad-copy is an even smaller text, within the cityscape of the lower half of the hourglass. "Gas" and "Buy [illegible]" serves to show the viewer that a consumer-centric society plus a reliance on fossil fuels are the two main causes of the approaching calamity. The layering of information below the initial surge of pathos/danger from the image seeks to draw the audience into the global warming conversation. The audience is one who is aware of the problem, but finds themselves in the middle of the image, between the two worlds, between the two sides of the argument nature above and a society flailing below. The image appeals to logos through the use of the hourglass and our understanding of having used one, maybe as a child, watching the sand fall, turning it over trying to stop the sand and yet still the sand falls. That playful, child-like understanding of hourglasses is evident in the use of a mini-terrarium encapsulated in the lower half. The sand never stops moving however you turn it around. The artist uses pathos within the first viewing layer. The danger is large and real. I think the piece is very effective for it's intended, still-undecided, viewer. The narrative is immediate and deep that the viewer is likely to engage for longer periods while they explore the presented story. The artist's position is purposefully small, trying not to push skittish people away from a decidedly overwrought argument.
ReplyDeleteIn the TIME global warming photo, the main symbolic figure is in color whereas the other individuals and the background is black and white. The demographic audience seems to appeal to environmental lovers. Possibly the lumberjack and construction workers who chop down trees. And maybe even scientists. The psychographic audience could be scientist who bring awareness to global warming and the Environmental Protection Agency. Maybe even young children who are learning the importance of the environment. It can also appeal to ones who liter or can be wasteful with plastic and other recyclable materials. The way that this advertisement appeals to logos is how the title says how we (residents of Earth) can help save the earth and fight the horrific effects that has been done to the earth done by us. And also how we do not pay attention to our eco system. It appeals to ethos by explaining how it can be beneficial to all of us if we work together. The same way the men in the picture are working together putting the tree back up. How it appeals to pathos is how the black and white portion of this photo can give a gloomy, dark cloud kind of feeling and the colored tree is almost holy. Because it is the only object in the picture, it is the main point and has a purpose in this photo. The picture definitely gets it's point across. Showing all the dirt and debris and flat land of emptiness shows how important global warming is. When you first look at the picture you instantly notice the tree, then you see the rest of the background, and finally you see the title of this story.
ReplyDeletegood, Teonna -- very thorough.
DeleteImage number three shows a young soldier walking through water during the Vietnam War, for anyone who has seen the movie Forest Gump can imagine this photo much like the scene of Gump walking through the water holding his rifle much like this photo. Beside the young soldier is an image of an older man walking though water as well but now is holding a cane instead of a rifle and is now in the V.A (Veterans Affairs) waiting room. They are comparing the two images to relay the message that our veterans are not getting the care they need in the time it may be needed. The artist of the images is trying to appeal to pathos to show that our veterans are still fighting and waiting for the care they need and deserve in a timely fashion. I think that the targeted audience could be active military so they can help in fighting for their future health care. However, I mainly believe this image is a message to everyone that our veterans fought/are fighting for us so we should help them by making it important to get their health care benefits to them before it’s too late. It makes you think why they are having such a hard time trying to get what they need. What is the government doing wrong to not be able to get them access to the care they need? I think this comparison does a good job at getting its point across.
ReplyDeleteSolana Murray
ReplyDeleteImage #1
The appeals or techniques that image #1 uses is appeal to nostalgia and lifestyle appeal. The way this image appeals to nostalgia is because it plays on the original image of soldiers raising the flag on Iwo Jima and replacing the flag with a tree to show we can “win the war on global warming”. It makes it nostalgic because most people know what the original image is, as it was a historical moment in U.S. history. This image also appeals to lifestyle because people who look at this will have to take a step back and realize how they are affecting the Earth and changing the way they live. This image appeals to thinking and reasoning because it causes the person looking at this to think about how lifting a tree in rubble relates to lifting a flag in rubble to show some sort of victory. Also this image establishes trustworthiness by using a photo that everyone knows and bringing up the topic of global warming. Finally this image uses pathos, emotional appeal, by showing the audience that the Earth or nature is crumbling before our eyes and people have to lift it back up. Using an image that was very classic in United States history brings out an emotional appeal because Americans relate to it in some way.
Image #2
ReplyDeleteThe advertisement shows an hourglass with the polar ice caps on the top half and human society on the bottom half. And the ice caps are melting into the bottom half due to the use of fossil fuels. The image is mainly warning about global warming and that society is running out of time and the issue with rising water levels. The targeted audience for this advertisement can possibly be from the general public to government officials. Government officials need to enact and enforce laws limiting the use of fossil fuels and endorsing alternative sources of energy, while it is the public that needs to change their lifestyles in order to make a difference. This image effectively defends its purpose because to puts emphasize on how human society is having a negative effect on Earth. From exploiting deforestation to the everyday use to cars emitting exhaust into the atmosphere leading to the melting of the ice caps and raising the water levels until ultimately it is too late to do anything. The illustrator is demonstrating the rising danger that will inevitably be upon society if the general public keeps ignoring the issue. Logically speaking everyone knows that global warming is happening and is a real problem, but the bigger picture is that the public is still turning away from it as if it will go away by itself, when in reality they should turn toward the problem and be part of the solution.
Amerika Gillett
ReplyDeleteImage #2
The global warming image of the hourglass suggest the important message that we are running out of time to preserve the Earth. The demographic audience appeals to environmentalist and pretty much the general population. The image itself actually says, "We are running out of time." "Act now before it is too late" giving off that sense of urgency and appealing to pathos. This is a call to take action on the earths rapidly rising water levels. At the top of the hourglass we can see the ice glaciers quickly melting and at the bottom of the hourglass we can see a city that is meant to represent the earth. In between the crevice there is a drop of water signifying that it is already happening in addition to the water that is already rising in the city and taking over. The observation that the water is already rising and the vehicles are driving away from the water suggests that the problem has become serious and we are just driving away from it and ignoring it which is an appeal to logic. The images hidden message to the general population is to act now and participate in everything possible in order to protect the earth.
In image 2 the hourglass represent time and how little we have of it. The whole concept is Global warming in Antarctica the icebergs are melting because of the greenhouse gases that are getting trapped in our atmosphere. With all those chemicals anartica can not stay cold in results to melt, causing the ecosystem to change drastically. Their habitats are being destroyed; trees are being cut down for energy, which destroys their homes. With no tree how will we get the temperature to be cool down. Animals will have no shelter this causes animals to become extinct. The pollution coming from factories, gas stations, refineries, and automobiles gases are being exported into our like a strong layer of pollution that traps the sun's heat and causes the earth to become a lot warmer. The bottom of the hourglass shows sea level rising, the bubbles represent warmer temperatures that Humans do not realize that our luxuries can cause suffering to our earth and other animals and humans. Little by little the sea levels will rise and soon than later we will face with a hand full of situations that we won't be able to control in time.
ReplyDeleteTy Jiyarom
ReplyDeleteImage 3
On the cover issue of ‘How to Win the War on Global Warming' by TIME news magazine, the illustrator uses the black and white background national iconic picture reminiscent of US marines raising the victory flag over Iwo Jima to signify America winning. Combined with computer editing of the green tree and the title, this indicates America successfully overcome global warming. The magazine's target audience is to American demographics, or specifically, environmental lovers. Examining the picture illustrates a few elements of appeals in persuading readers to read the special news section on 'How to Win the War on Global Warming'. The illustrator chose the ‘Iwo Jima’ picture because of how symbolic it is. The battle of Iwo Jima was relentless for American troops and took several weeks with enormous amount of casualties. Similarly to the battle, America is in a relentless fight against global warming. Global warming is causing our planet to heat up and many countries, including America, are trying to stop the heater. The color distribution between the tree and the background emphasizes the cover picture that simulates patriotism and offers a practical solution in gaining victory over global warming. Overall, the illustrator successfully use the picture in foreshadowing the victory over global warming and luring the intended audience in be informed on strategies to fight against the issue.
Image #3
ReplyDeleteIn the third image we are shown the advanced persuasion technique of an analogy at the same time using the basic persuasion technique of the plain folk. We see two men assumed to be the same person. In the first slide we see a young solider in the Vietnam war with his gun raised above his head walking through a very elevated amount water to his chest with a sadden look upon his face. While in the second he has grown, and with the same saddened look raises his cane above his head with water yet still elevated to his portraying a consistent struggle he is still under going even outside the war not only finically but with diminishing health. We are also given the use of pathos to connect to our emotions to show that an individual has given more than his loyalty to his country but pieces of his soul and body only to return to a life where he is still unimportant he is just another war hero never to be recognized or appreciated for his contributions. Targeting many types of audiences ranging from the government who is putting these people through their endeavors, future youth who are thinking to joining any military branch, veterans, as well as the general population to show how veterans are ignored. Overall this image is very strong, we are shown a side of war that is ignored in the public. These men who have put their lives on the line for the safety of our families and country ought to be more cared not just finically but as well as in their health, they should be held in a higher account rather than just an ordinary citizen, for their sacrifices were nothing less than heroic and selfless.
Image #2 contains an hourglass with two separate parts of the world on the top and the bottom. It urges the audience to take action in regards to global warming soon, hence the captions “we are running out of time” and “act now before it’s too late.” It makes use of the appeal to lifestyle by including two small but noticeable animals, a polar bear and a penguin, who are facing toward the melting of the glaciers in front of them and the center of their environment, respectively. Then in the bottom, there is a city with tall buildings, vehicles, and only one tree left standing after the rest have all been cut down. The bottom section of the image expresses the sad reality that the residents of the city are minding their own business while the polar bear and penguin are trapped in their own environment in need of help. The city is meant to symbolize earth and the water surrounding them proves that humans are completely oblivious to the fact that the world is in danger of global warming but nothing is being done to help stop it.
ReplyDeleteThe audience being targeted is the nation in general, but to be more specific, it is the lawmakers who are being urged to create a kind of law that will effectively contribute to the predicament that will become inevitable if nothing is done soon.
Between the two divided sections, the top half does a stronger job of using the appeal pathos because it has two animals that are trapped in their own literally dissolving environment, in other words home, which can provoke a certain level of sympathy from the audience. As with the bottom section, it is more effective in doing such job only when connected to the top. This is because it shows the city’s residents doing nothing about the situation in which the animals are found in, thus, producing a sense of guilt for not helping the dying creatures.
The image is definitely effective in making its claim in that it uses pathos to provoke specific emotions from its audience in order to convince them that they need to take action to help save animals from global warming and to prevent any further damage to the environment.